In newspaper printing, pre-press advertising production and printing are basically in a state of disconnection. Once the advertising printing effect is poor, the advertising department immediately asks the printing house to compensate for the reason that the advertising printing is not good and the advertising fee cannot be collected. The author understands that many large newspaper printing centers have experienced similar situations many times.
After careful analysis of newspapers with poor advertising printing, the problem is that the small print is not clear. The reason for further refinement is actually due to the fact that the advertising producers do not understand the printing process. At present, some aspects that cause the poor printing effect of advertisements are analyzed, and corresponding solutions are proposed.
1. External advertisements are films, which affect the quality of advertisement printing
Advertising film usually has a poorer printing effect. One is that there are placement errors in the artificial placement, which may lead to inaccurate overprinting. Second, the parameters and film quality of the film are different in different places, so it is difficult to accurately grasp the exposure and development time during plate making. For example: the local May 8th and May 14th Evening News published the same mobile phone advertisement. Since May 14 provided film, the white text on the dark blue background was basically unclear after printing. Later, the number of foreign film lines was found through measurement. It is 110 lines / inch; and the advertisement on May 8 is the film output by the company itself, the number of lines is 120 lines / inch, and the printing effect is much better. When the staff of the advertising department compared the two-day newspapers, they had to admit that it was because of their reasons that the printing of the advertisement was poor.
The film needs to be placed manually, which takes time and labor, and sometimes affects the publication timeliness of the newspaper. Now the company uses the screen output machine to split the film, and it can be directly punched and printed. However, because the film needs to be pasted, the split film has to be cut first and then pasted, which is a waste of time.
In addition, the provided film is basically unable to be changed even if it finds a problem (only a simple repair), and the electronic file is very convenient to modify.
Therefore, it is better for the advertising department to provide electronic files of advertisements rather than films. Of course, for companies with economic strength, you can consider buying a high-quality dot scanner to solve the problem of foreign film.
2. Ads made by Photoshop, printed out with illegible text
Newspaper printing speed is fast, paper ink absorption is strong, the dot increase rate is high. If you do not pay attention to this feature of newspaper printing in the production of advertisements, the text is entered in Photoshop, and it will definitely be false when printed, and the small print on the newspaper is more obvious.
Because the words in Photoshop are dot matrix.
At present, most newspapers use Fangzheng Feiteng software for typesetting, and advertisements are mostly done with Photoshop and CorelDRAW software. Photpshop is very convenient and advantageous in processing images, but it is lacking in processing text. The words in CorelDRAW are vector, so it is better to enter text in CorelDRAW. Therefore, it is best to use Photoshop to process pictures in the production of newspaper advertisements, while the text content is completed in CorelDRAW. As the Feiteng software does not support CDR files, (CoreIDRAW files must be exported before they can be placed in the Feiteng layout. According to actual comparison, the files output in EPS format are printed in newspapers and are more clearly printed. However, sometimes ads will be converted into EPS Errors, the company has encountered the phenomenon of missing graphics after converting to EPS format.
3. The small print is designed for multi-color overprinting, and the text is blurred after printing
There are generally two cases, one is the small print with four-color ink overprinting black. In this case, it is recommended to use single-color black because the four-color small print requires very accurate overprinting. Otherwise, there will be a slur. Attention should be paid to the color of the words when making. It is difficult to change the title if it is found in the printing stage after the production is completed, because the advertising images that are passed on generally do merge layer operations and are not easy to modify.
The second case is the reverse white text on the dark shading. It cannot be considered that the white text has no color. In fact, in the printing process, it is necessary to register the dark shading at the position of the self-word, which is to print the multi-color characters. If the registration is slightly inaccurate, the effect will be very poor. Therefore, it is recommended to set the dark shading to monochrome when the reverse shading is on the dark shading and the text is small. In this way, the printing effect will be much worse.
4. After the advertisement is made, you should check the printing effect by yourself, mainly to check the text
Open the ads created by Photoshop and CoreIDRAW. For the texts under No. 5 and below (no overprinting under the conventional No. 4 characters), zoom in and use the eyedropper tool to check whether it is multi-color, if it is multi-color, then print The effect will be affected. At the same time, through magnification, check whether the text will be illegible. If the edge is jagged after a few times of enlargement, the words may not be entered in CoreIDRAW, and if these words are small, they will definitely be illegible in printing.
By cutting the business with the advertising company, and training the printing process of the advertising production personnel, the advertising personnel should pay attention to the problems existing in the production of the advertising. The printing department should propose to the advertising department in advance that, in the process of pre-press image processing, the production of advertisements that may affect the printing effect should be considered. Modify if you can. At present, the company's advertising printing effect has been greatly improved, and the advertising department's claim for incidents is also less than before
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